Five Ways To Assess Integrated Marketing Acumen

By weaving together digital and physical channels to tap into business buyers' emotions and motivations, deliver compelling brand experiences, and form ongoing relationships, integrated marketing helps B2B marketers take marketing communication beyond delivering messages, to present measurable, experiential interactions across the buying cycle. However, integrated marketing success in B2B depends on leveraging the strengths of different channels to create this ongoing conversation with buyers. To do this well requires organizational alignment, an outcome-based strategy, deep customer insight, analytic planning, and consistent measurement. Success also depends on keeping prospects engaged with straight-talking, relevant content that supports both traditional and online channels.